How Responsive Is Your Testing?

In today’s quickly digitizing world, consumers spend an inordinate amount of time on multiple digital screens, from handy smartphones and tablets through desktop computers and Internetenabled television. The choice of the screen is mostly driven by the context and availability, and is often sequential in nature. Though the nexus of most digital interactions is the smartphone, many consumers find it comfortable and efficient to switch between multiple screens when carrying out and/or completing a transaction. Figure 1 depicts Google’s findings on industry-wise sequential screening initiated from mobile devices.